〔안정원의 건축 칼럼〕 제이씨데코(JCDecaux)의 조각 같은 디지털 캔버스 버스정류장2

●● 멋진 세상 속 건축디자인_ 제이씨데코(JCDecaux)의 조각 같은 디지털 캔버스 버스정류장 시설, 런던 ‘더 켄징턴(The Kensington)’ … 버스 정류장과 종합 광고 미디어 환경 시스템을 제공함으로써 공공 예술의 새로운 장을 펼쳐내

제이씨데코의 공동 CEO 스펜서 버윈은 “자하하디드 디자인과 협력을 통해 현대 광고 구조에 대한 특별한 비전을 런던으로 가져왔으며, 세계 최고의 디자이너들과 협력하여 공공 및 광고 고객을 위해 도시 경관을 변화시킬 수 있는 지를 제시했다”고 말했다. 또한, 버윈은 “자하하디드 디자인과 함께 만들어낸 새로운 광고 구조에 깊은 감사를 표했으며, 새로운 플랫폼을 통해 아우디 Q8과 CK 우먼이 제이씨데코의 첫 번째 브랜드 파트너가 되어 기쁘다”고 설명했다.
디자인이 바로 제이씨데코 DNA의 중심에 있다는 버윈의 말처럼 더 켄징턴은 마치 조각 같은 디지털 스크린 캔버스이자 복합 기능을 갖춘 버스 정류장 광고판으로서 공공예술의 새로운 장을 펼쳐 보인다는 점에서 높이 평가할 만하다.

JCDecaux invited Zaha Hadid Design to redefine the design language of billboards – providing a unique communications channel in the capital that integrates contemporary design and digital media.Established in France in 1964, JCDecaux transformed the concept of street furniture and invented the concept of bus shelter provision funded by advertising. Today, JCDecaux provides a range of products and services free of charge to cities and transport authorities across the world, all paid for through advertising. Developed for the benefit of cities, their inhabitants and visitors, these services include bus shelters, street lighting, public benches, toilets, bins, Wi-Fi hotspots, mobile device charging stations and interactive wayfinding screens that provide practical everyday assistance. In 2003, JCDecaux introduced one of the world’s first self-service public bicycle hire schemes - Cyclocity - in Vienna. Public bicycles, funded by advertising revenue, are now available 700 cities in over 50 countries. JCDecaux ensures that their services adapt to society’s changing needs with ongoing integration of technology solutions and the introduction of smarter, greener services and products equipped with photovoltaic panels, green roofs, USB chargers and digital information screens providing real-time and localized information.
Combining innovative digital screen technology with a double-ribbon of matt stainless steel framing a curved digital screen, The Kensington is located on West Cromwell Road and is the first billboard by Zaha Hadid Design. “Both a civic gesture and a promotional medium, the intertwined, looped ribbon design expresses the dynamism of pedestrian and vehicle traffic movements that intersect at this important London junction. The stainless steel ribbon twists as it encircles the screen, defining a varying silhouette when seen from different viewpoints,” said Melodie Leung, senior associate at Zaha Hadid Design.“It will be fascinating to see how brands respond to this sculptural digital canvas. This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; reimagining the billboard as public art,” continued Leung. “Design is at the heart of JCDecaux’s DNA, and we are proud to have worked in partnership with Zaha Hadid Design to bring this exceptional vision for a contemporary advertising structure to London. This project underlines how JCDecaux works with the world’s leading designers to transform cityscapes for the benefit of the public and advertising clients,” said Spencer Berwin Co-Ceo of JCDecaux. “We would like to pay tribute to Zaha Hadid’s commitment to design excellence and to her team for bringing our joint vision to fruition and to thank our launch partners for their commitment to this unique new advertising structure. We’re delighted to have Audi and Coty as our first brand partners, using this powerful new platform as part of their launch strategy for the Audi Q8 and CK Women,” said Berwin.Anna Russell, National Brand and Retail Marketing, Audi UK said, “Audi is famous for making beautiful cars that combine design excellence with optimum performance. Our “Vorsprung durch Technik” positioning encapsulates the importance of design as an expression of technology for our brand. Audi is delighted to be a launch partner for The Kensington.”The Kensington’s high resolution 8mm pixel pitch screen(26×6 meters) will provide visibility and maximum quality of display for brands, framed by the(30×9 meters) steel structure. Set in an area that has been landscaped to enhance the local environment with the planting of trees and greenery, The Kensington features integrated lighting that increase visibility for pedestrians.>>Architects_ Zaha Hadid Architects, Design_ Zaha Hadid with Patrik Schumacher, Project Director_  Melodie Leung, Project Architect_ Carine Posner, 자료_ ZHA, Photos by Luke Hayes, JCDecaux, 기사 출처_ 에이앤뉴스 AN NEWS(ANN NEWS CENTER) 제공

안정원(비비안안 Vivian AN) 에이앤뉴스 발행인 겸 대표이사, 한양대학교 실내건축디자인학과 겸임교수, 한양대 IAB자문교수 annews@naver.com
제공_ 에이앤뉴스그룹 ANN(에이앤뉴스_ 건축디자인 대표 신문사 ‧ 에이앤프레스_건설지, 건설백서 전문출판사)
Architects: Zaha Hadid Architects
Design: Zaha Hadid with Patrik SchumacherProject Director:  Melodie LeungProject Architect: Carine PosnerProject Team: Evgeniya Yatsyuk, Ovidiu Mihutescu, Natassa Lianou, Saman Dadgostar
Project Management_ Project Manager: JCDecauxContract Administration + Quantity Surveyor: Lavingtons
Consultants_ Structure: Buro Happold EngineeringCivil Engineering: Buro Happold EngineeringMEP: Hoare LeaLighting: Buro Happold EngineeringLandscape Design: MRG StudioPrincipal Designer: Orsa Projects
Construction/ Fabrication/ Suppliers_ Principal Contractor: Knight Brown ConstructionStainless Steel: CIG ArchitectureGranite: S.McConnell and SonsSpecialty Brickwork: Grangewood and European Building MaterialsLED Screen: Daktronics